Howden is launching a new nationwide campaign celebrating the sixth year of its ten-year partnership with Ascot Racecourse, home of Royal Ascot.
Created in-house by Howden’s brand team, led by Mikey Dilworth, the creative takes inspiration from the iconic silks worn by jockeys, blending the colours and patterns synonymous with horse racing with a contemporary nod to the silk scarf as a fashion accessory. The campaign will appear across print, digital and out-of-home media nationwide, alongside takeovers of the Howden UK website.
Media planning and buying was handled by Bountiful Cow, with a strategy designed to maximise visibility around Royal Ascot, one of Britain’s most prestigious sporting and social occasions. Activity spans premium print titles, digital placements and high-impact outdoor sites, aligning the Howden brand with the heritage, prestige and style synonymous with the event.
The campaign celebrates a partnership that has become a central part of Howden’s brand activity and reflects the company’s continued growth as one of Britain’s leading employee-owned businesses and a global insurance group operating across 55 countries.
The Ascot Racecourse partnership forms part of Howden’s growing international presence in the racing industry. In recent years, the business has strengthened its ties to the sport through partnerships with organisations including Australia’s Victoria Racing Club, home of the Melbourne Cup Carnival, Bahrain Turf Club, Tattersalls, Europe’s leading bloodstock auctioneer, and the Jockey Club of Saudi Arabia.
Rachel Woodward, Director of Sponsorships, Howden Group, said: “As Howden has grown from a British start-up into a global insurance group, strategic partnerships have played an increasingly important role in building our brand and showcasing our specialist expertise. Ascot Racecourse has become one of our most important relationships, reflecting our longstanding connections to the racing industry while providing a platform to engage clients, colleagues and wider audiences through one of the world’s most iconic sporting destinations.”
Oliver Clarke, Head of Planning at Bountiful Cow, added: “The Royal Ascot provides the perfect platform to showcase the expertise, entrepreneurial spirit and specialist knowledge that define Howden. Our media strategy was designed to amplify that association, using premium channels and environments that reflect the prestige and stature of one of Britain’s most iconic sporting occasions.”
